On the encroachment of sustainable value propositions: Business model innovation for impact

In this study, the encroachment of Sustainable Value Propositions (SVP) which contribute to Sustainable Development Goals (SDGs) is examined in different markets. The encroachment of SVPs is examined through a thematic analysis and the development of causal networks. The findings reveal that high-end encroachment applies to the examined SVPs following two streams in the value chain, i.e., the customer and stakeholder stream. In the customer stream, customers' awareness of sustainability issues linked to SDGs and the price of SVP contribute to SVP encroachment. Encroachment is realized if the customer is willing to pay a premium based on a true price and is willing to contribute to solving sustainability issues. In the stakeholder stream, the purpose on creating and delivering impact via a ripple effect in the value chain is advanced. Maintaining systematic transparency, spreading best practices in the value chain and providing information concerning true price contribute to the diffusion of SVPs.